A lot of business owners really struggle with focusing on what they offer. They find themselves trying to do everything for everyone. Not only is working that way inefficient, it usually isn't very enjoyable either. They get stretched too thin and burned out.
But on the other end, settling on a specialty or niche can be intimidating. You know you're capable of doing so much! And it's really hard to imagine turning down work you're capable of doing when you want to make money.
As scary as it may be, finding your focus can be huge to finding success in your business.
Having a focus positions you as an expert.
When you narrow down what you offer, you can more easily share what your true expertise is. And being an expert makes it SO much easier to sell yourself. Think about going to the doctor. If you have a mole you're concerned about do you go to your general practitioner or a dermatologist? Probably the dermatologist. When people are looking for a specific product or service, they're more likely to be searching for a specialist.
Your focus will help you attract the right clients.
If you have focused offerings, it's more likely that you will attract clients who are looking for exactly what you offer. There's less guessing games and confusion on both ends. Also, focused offerings allow you to get more specific about who you want as clients. Focus doesn't mean just narrowing what you offer. It means getting specific about who you are offering it to.
Focus allows you to do the work you WANT to do.
What do you want to be known for? What are you really passionate about? If you're trying to do it all, you're probably not spending as much time doing the work you set out to do. Having a specialty leads to more purposeful work. And as a result, more purposeful content.
Finding your focus is how you work smarter
We all know the saying, "work smarter, not harder." And finding your focus is the best way to TRULY work smarter. We all know the more time we spend doing something, the better we will be at it. When your business is focused, you are constantly improving at a much faster rate. If you're trying to do too many things, it's more likely that you're just okay at a lot rather than an expert in a specific area.
So how do you find your focus?
We like to start with asking our client to list out everything they CAN do. Get it all out on paper so you can see all that you're capable of.
Next, we ask them to take what that list and hone in on three products or services they want to pursue in their business. These should be three things you are both good at and passionate about.
Finally, take a look at those three and think about your long-term goals. If you could only do ONE thing for the rest of forever, which of those three would you offer? What is the thing you want to be known for? The thing you want people to talk about. The thing publications are calling you to talk more about.
But, don't forget...
Choosing a focus also doesn't mean it's the ONLY thing you can offer. In fact, it's okay to offer a few outliers if it feels right. Starting with a focus now is what allows you to expand on what you offer later. It's what provides a platform for your business to leap into other ventures.
But what's most important to remember is that choosing a focus doesn't mean you'll be stuck as the expert of just that one thing for the rest of forever. Once you master one thing, you have more capacity to move on to mastering something else.
But if you choose something and you decide you just don't love it? You are ALWAYS allowed to change your mind. But, you may never know you need to change it if you don't start pursuing a focus in the first place. If you find yourself in a niche that just doesn't suit you, you've succeeded in finding what doesn't work and can move on from there. When it comes to finding your focus just remember that there is no failure. Just another step on the path to finding what's right.